San Francisco’s 10 Muses

While making your way around the Bay Area in the coming weeks, be sure to scan local magazines, storefronts, and even the horizon for a few specially adorned lamp posts. SFMOMA and Butler, Shine, Stern, & Partners have paired some of San Francisco’s creative class with accompanying pieces of modern art displayed at the museum.

The campaign was inspired by the literal meaning of the word museum, that is, “home of the muses.” SFMOMA wanted to find creative individuals who are muses to the local and international scene- much as the art and artists in its collection have always brought inspiration back to the Bay Area. Reaching into the creative wealth in its own backyard, these locally grown ‘creative muses’ complete the burgeoning love triangle between city, artist/muse, and museum. Here’s a who’s who of the “Muses” ad campaign and their thoughts on the pieces that appear with them.

The Muses

Peaches Christ & Michael Jackson and Bubbles by Jeff Koons

“I was hoping to be paired with the Jeff Koons piece, it has that really religious/iconic style- pop culture icon as a religious deity.” In regards to San Francisco/SFMOMA: “This campaign is a beautiful marriage between the classic Hoity-toity and my more bohemian underground cult-world. As a Drag Queen named after Jesus, I don’t think I could have had the same career outside of San Francisco.” – Peaches Christ, filmmaker/cult leader

Kenny Likitprakong & Two Ways to Organize by Leslie Shows

“I admit to usually thinking of museums as history lessons, but I like the idea of thinking about a museum as part of a living community.” In regards to SF: “As far as being a muse in the Bay Area, I’m honored that someone would think that about me. If I have inspired someone creatively, that’s as good, if not better than making a wine that someone enjoys drinking.” – Kenny Likitprakong, winemaker

Colleen Quen & Femme au Chapeau by Henri Matisse

“I couldn’t believe they chose my exact favorite piece at SFMOMA, I’m completely honored and have always been so inspired by Matisse.” In regards to SF and the campaign: “It really identified the true connection between the ‘newer/younger blood’ in the area, and the museum.” – Colleen Quen, couture designer

“I’m really really impressed, they are so visually different than most advertising up in the city right now. And SO different from what you would expect from a museum campaign! I think I got assigned to Magritte because my eyes are blue.” In regards to being chosen to represent Bay Area ‘muse-dom’: “I feel so lucky! I didn’t really realize what a big deal this campaign would be or how amazing my fellow muses were going to be.” – Caitlin Williams Freeman, pastry chef

Zöe Keating & Untitled by Clyfford Still

“We have this incredible institution here in SF, and I know lots of people who’ve never been. So I think the campaign is great to remind people that the SFMOMA is here… and its relevant. I chose the Clyfford Still because I could get lost in it…which is what I’m looking for in art. I’m the kind of person who goes to a museum and spends an hour looking at a handful paintings. You’ll find me hogging the bench on the top floor of the SFMOMA in front of Rothko’s No 2 1960 ;-)” In regards to being chosen to represent Bay Area ‘muse-dom’: “Surreal. People keep taking pictures of the BART ads and posting them on Twitter and Facebook.” – Zöe Keating, cellist and composer

Flora Grubb & Cityscape I by Richard Diebenkorn

In regards to the painting: “The colors and the light in the Diebenkorn are so recognizably Bay Area. He has captured the quality of the light in the bay area, which is the real essence of this place. The quality of the light here is something beyond the iconic architecture and imagery that we usually see associated with our city. It’s the light I love so deeply. It’s why I could never live anywhere else. That, and because our city is currently plastered with images of a drag queen named Peaches Christ. I love it here.” In regards to being chosen to represent Bay Area ‘muse-dom’: “I was surprised and honored to be asked. That anyone considers me to be a muse for a city that I love so much is very meaningful to me. If I inspire other people to be creative I feel that I am doing something that really matters. I absolutely love it . [the campaign] I think there has been some sense in the past that the MOMA exists disconnected from this city, that somehow it is for the tourists or for the elite. I think that is changing. I like that the muses chosen by the museum are real San Franciscans who are working to have an impact on the creative environment they live in.